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Rajasthan’s Aadvik Foods first Indian co to process, market camel milk
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Tuesday, 05 November, 2019, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Rajasthan-based Aadvik Foods and Products Pvt Ltd deals in camel milk and is India’s first company to process brand and market camel milk and its products. The company has its offices in Delhi, Bikaner, and Bhuj, and procures camel milk from Bikaner and Kutch.
Its unique product range consists of over 40 SKUs (stock-keeping units), including frozen camel milk, freeze-dried camel milk powder, camel milk chocolates, and camel milk-based skincare solutions. It is the first Indian company to use a freeze-drying manufacturing process for milk powder to maintain its quality, taste, flavour, minerals, and nutrients.
The idea for Aadvik Foods was conceptualised by Hitesh Rathi, who is the founder of the company. Six months later, he was joined by Shrey Kumar as the co-founder. Established in August 2015, the brand was created with the knowledge that camel milk has superior health benefits that surpass all other dairy alternatives in the market.
The milk, which is also suitable for lactose intolerant individuals, is rich in vitamins, minerals, insulin, and unsaturated fatty acids. Apart from being low-fat, it is beneficial for those suffering from chronic diseases, such as diabetes and autism, and also boosts general immunity.
Armed with this information, the founders decided to popularise camel milk as a superfood in the country. Today, the brand sells 100 per cent natural camel milk procured from local camel breeders of Rajasthan and Gujarat.
Apart from delivering quality camel milk-based products to customers, the company is also focussed on maintaining the camel population in the country. As an indigenous brand, it directly deals with camel herders from Rajasthan and Gujarat to source its raw material – while providing ensuring the care and welfare of the camels.
Products from the brand are currently available on its website and across all leading e-commerce stores, including Amazon, Flipkart, Snapdeal, BigBasket and eBay, among others. It is a prime seller on Amazon.com and delivers its products globally.
It has distribution channels in Delhi, Mumbai, Chennai, Bengaluru, Hyderabad and Punjab, and has also exported its camel milk powder to distributors from international markets such as the US, the Philippines, and Malaysia.
The company also has offline presence across select retail outlets, including Future Group’s Foodhall in Delhi, Kayal Foods in Chennai, Dorabjee's in Pune and multiple stores in Chandigarh.
A registered MSME (micro-, small and medium enterprise) recognised by the Government of India under the Start-Up India programme, the company currently operates on a bootstrapped model. In fact, it bagged the Bootstrapped Business of the Year at the Start-up Awards in 2018, and the All Natural Excellence Award at Panacea the same year.
From selling one litre of camel milk per month, the brand is currently receiving 5,000 orders and selling 10,000 litre of camel milk on a monthly basis. Since its inception, it has fulfilled over two lakh orders globally.
On the back of its endeavors to raise awareness about the goodness of camel milk, the brand is now looking to escalate its sales numbers to 25,000-30,000 litre per month within the next 18-24 months.
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